Practicum Creative Brief

Transcription

1 Practicum Creative Brief The goal of the creative brief is to assist a client with articulating and expressing their digital media needs. It outlines the objectives, audience, and assumptions for the project and details the creative concept. The creative brief will be developed with the assistance of our Practicum staff, and will be used by our Practicum student creative team to develop a proposal, which will determine the end deliverables. Client Information Company Name: Main Point of Contact Street Address: City, State, Zip: Phone: Fax: Alternate Contact(s): Preferred Contact Method: Website: About the Organization Company Background: Mission Statement: Main Area(s) of Focus: Type of Organization: Programs & Services Offered: Locations Served:

2 Year Founded: Number of Volunteers: Number of Donors: Number of Employees: Number of Members: Number Served Annually: PROJECT OVERVIEW Deliverables Needed Q: What are your digital media requests? Please X all those that apply. 3D ANIMATION PHOTOGRAPHY WEB DESIGN FILM/VIDEO GRAPHIC DESIGN WEB DEVELOPMENT Mandatory s & Restrictions Q: What content is mandatory and what, if any, are your content restrictions? Call to Action Q: Is there a call to action? Please state. Measure(s) of Success Q: What key indicators will you examine to determine the overall success of this campaign?

3 ABOUT THE PROJECT Goals & Messaging Q: What will make the creative a success? Q: What is the single most important primary message? Secondary message? Q: What are the goals for the project (for example, to increase membership, to promote content, or to increase awareness)? Attitudes & Behaviors Q: Who is your target audience? Q: What is your current audience thinking? Q: What are the desired attitudes/behaviors? Q: What tone and imagery should be used to engage your audience?

4 Barriers Q: What beliefs/perceptions do we need to take into account? Q: What arguments or phrases have been proven to convince this audience to change behavior? PROJECT SCOPE Project Concept Provide a two-sentence summary that describes the core user value of this project. Summary of Deliverables Please describe your project as it relates to your digital media request(s). Please include your overall vision of the entire campaign and how each component will relate to the overall campaign objectives and its usage. 3D ANIMATION FILM/VIDEO PHOTOGRAPHY PRINT DESIGN WEB DESIGN WEB DEVELOPMENT - user value proposition/benefits, UX considerations, SEO, content management system

5 Requirements Use this section to state the elements or characteristics of the project that must exist per the business mandate as well as any data, usability analysis, and research that could inform the project s design. Considerations should also be given to branding guidelines, existing wire frames/site maps and architecture, data analysis/assets, and proprietary software usage. Business Objectives Q: Why do you need this material? Q: How does this fit with your organization s strategic plan? Q: How will you implement this project once completed? Resources Please provide a list of resources available for reference and context. Suggested items can include printed material, websites, videos and other new media. Feel free to enclose any hard copies, CDs or DVDs.

6 Content & Assets Please provide a list of available assets you will supply for use. Please include the format of the files. (Examples: Copies of source files of the logo and any graphical elements, copy and content, existing photography/video owned/have permission to use, access, and support for the CMS and FTP.) Creative Specifications Tone Writing Tone - Art Direction Competitive Landscapes Use this section to list some examples of competitive organizations. Q: What are your competitors doing and what can we learn from them? (This should be from the UX/Creative perspective.) PHASES/SCHEDULE Much of the timeline and phases will be developed by our creative team and outlined in a separate document. Please let us know any timeline needs on your end, as you are aware of them. Q: When must this campaign be introduced to the audience for greatest impact (for example, service introduction date, conference, special event)? Q: What is the deadline for the final deliverables?

7 PROCESS Q: What is the internal review and approval process? Q: Who needs to sign off on phase completions and final execution? Q: How many rounds of revisions would you prefer to have for each deliverable? Q: Does this project have the support of all stakeholders/decision makers within the organization? FEEDBACK Timely feedback and support for questions and challenges is crucial to the success of this project. Q: What is a reasonable amount of time for us to expect to receive detailed feedback? Q: How often would you prefer to have status report meetings and what method do you prefer ( , telephone, video conference and/or face to face)? BUDGET & EXPENSES Q: Is there a budget of any kind for this project (printing, media, advertising, stock imagery, copywriting)? Please explain. Q: Is there a budget of any kind to compensate the student creative team for any expenses they may incur during this process (travel, gas, parking, etc.)? Please specify.

8 ADDITIONAL COMMENTS & INFORMATION Please use this section to add any information you feel is pertinent to this project. INTERNAL USE ONLY Client Sign Off Date: Prepared by: Project Name: Creative Team: Projected Release Date: CDIA Sign Off Date: CDIA Advisor: Team Lead: Technical Team: Actual Release Date: